How to Generate Content for E-commerce

How to Generate Content for E-commerce

How to Generate Content for E-commerce

Most owners of e-commerce businesses still face many difficulties on how to create content for this type of segment.

After all, if the goal is to sell products then why should I create content to attract more audience to my site? Is it worth taking the focus off my products to direct a visitor to read a text? Where on your site should I publish? What are the best ways to do this?

The generation of content for e-commerce can take place in different ways and for different purposes. Increasing sales rates and qualifying your traffic are just two of the many reasons why you should create content on your website.

Generally, most visitors are not ready to buy yet, and consumers are often not sensitive to just a nice ad or the price of a product.

When you offer your current and future customers options other than just purchasing, you captivate and educate them with information that can satisfy their needs. This ultimately helps you establish your brand name and reputation in your niche market.

Creating content suitable for your customers – rather than simply showing a product to their faces – makes you connect with the right audience for your business. Also, having educated buyers tend to greatly decrease the amount of service and support you can provide.

In most e-commerce sites, the content ends up being treated as a distraction. The text is there to sell the product, not to create an efficient connection between sales and content. Thus, content is usually left for the blog, separate from the products, which often reduces its impact and can end up being an escape from the store.

What Kind of Content Should I Create?

Before you start writing, you must know what your customers want to read. Obtaining this knowledge can occur in several ways. You can take polls on social media, analyze your customer data, or even chat with them directly. This information will help you find out what types of content perform well and are in demand.

Knowing your audience well is the first step in finding out what their problems and desires are. Try to find out what subjects are related to these desires and what communication these people are using in search engines to reach what they are looking for.

The content you create must be related to how you want to make your customer feel. And that’s why defining your persona is so important.

Take care of the consistency of the texts and the positioning adopted, sharing subjects that are somehow related to your products. Customers are happy when they read content that solves a problem or addresses a lifestyle around a product. Therefore:

The more you bond with your customers, the more trust you will gain and the more intense your relationship will become. If you already make content, assess which subjects tend to increase the permanence on your site. Also, analyze whether or not this permanence has converted into sales.

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It is also important to emphasize the importance of creating links between the content generated with the products you sell. Posting a nice blog post can be your first pre-sales tool. If you have niche eCommerce, try to use the use of long-tail keywords.

The 3 Types of Inbound for E-commerce

Not all e-commerce has the same cycle or sells the same things, so different strategies can and should be adopted. In e-commerce, 3 types of Inbound Marketing can be adopted:

1. Traditional Inbound (learn more/buy later)

It is the most common type of Inbound Marketing. You capture Leads through more top-of-the-funnel content related to your business and nurture them along the buying journey until they become a customer. This method is the most used when working with niche e-commerce.

If you are an e-commerce that sells beers, for example, you can generate content about different types of beers or how to pair them with specific dishes. If you are a sex shop, you can write about tips for spicing up a relationship or techniques for doing the most difficult positions in the kama sutra.

In neither case are we necessarily citing the products that these stores sell directly, however we are capturing interesting leads for the niche.

2. Product-driven Inbound (buy now)

It’s that content work that comprises more images, videos, reviews, and robust descriptions on your product pages. Content is made available via search, social channels, and other sources that may generate demand.

In these cases, the content is always deeper in the funnel. It covers the distribution of coupons, promotions, product launches, and contests.

Product descriptions should always be made as private as possible. Avoid copying technical product information provided by manufacturers. Generate descriptive content specific to each product you sell. This tends to increase the relevance of your site when the customer searches for your product in search engines.

If you look at a product on the Amazon website, for example, you will see different forms of content focused on the same product. You have the description of the store itself, the description of the manufacturer, questions and answers from customers about the product, and finally the customer’s analysis and criticism of the item.

3. Hybrids (learn more/buy always)

They are the e-commerce that mixes and use the two techniques presented above. They both manage content to educate and relate to their customers, as well as invest heavily in content specifically focused on products.


We hope you have understood in this post the importance of generating content for e-commerce.

You must be aware of the fact that generating content will not necessarily increase your sales.

Inbound Marketing for e-commerce is more focused on communicating with visitors and customers efficiently and creatively, causing the number of interactions to grow and the credibility of the brand to increase.

Be aware that this is directly related to the loyalty of your consumers, who will see your company as a reference for the type of product you sell.

The Author

Oladotun Olayemi

Dotun is a content enthusiast who specializes in first-in-class content, including finance, travel, crypto, blockchain, market, and business to educate and inform readers.